About Us

Who Is
Soil Connect?

Soil Connect creates digital products that make it quicker, easier and less expensive to source, track and manage the movement of dirt and aggregates.

Our Mission

Soil Connect is creating transparency in an old school world where nobody knows what’s really going on. We’re putting information out there. We’re making it quicker, cheaper, faster for people to resource and move their dirt.

Leadership Team

Cliff Fetner

Founder + CEO

Cliff is a third-generation Energy Star builder/developer with decades of experience in the construction industry, most recently as the President of Jaco Builders. Cliff has worked on a wide range of projects including multi-family and single-family residential, as well as a number of CRE projects. Cliff has also served as the President of the Long Island Builders Institute (LIBI) and is an active member of the National Association of Home Builders

Daniel Fetner


Daniel co-founded Soil Connect along with Cliff Fetner after they saw the pain points and opportunities from many major stakeholder perspectives—builders, developers, brokers, landlords, owners, and investors. Daniel is a Board Member & Advisor to Soil Connect and is a full-time General Partner at Alpaca.VC, where he focuses exclusively on Construction Tech & Real Estate Tech investing. Prior to Alpaca, Daniel received his MBA from The Wharton School at the University of Pennsylvania and began his career at J.P. Morgan and Cushman & Wakefield.

Jonathan Alvarado


Jonathan is responsible for overseeing Soil Connect’s growth, revenue generation, business development, and customer acquisition and retention strategies. He is the lead thought partner to the CEO and plays a key fundraising role on the Leadership Team.

Most recently, Jonathan served as the National Vice President of Sales at TRUX. During his tenure, he built and managed hyper-growth sales engines that grew sales by over 6,000 percent, helping to achieve profitability in less than three years. Prior to TRUX, Jonathan worked in sales and business development at StoneMakers Corporation, as interim Director of Sales and Business Development, followed by being named Assistant Director, leading a team that sold internationally.

Teresa Bonfiglio

Chief Of Staff

Teresa works across the entire organization, connecting the dots between people, functions, and projects to drive efficient business decisions by guiding the Leadership Team while working to keep the rest of the team aligned. Teresa is instrumental in overseeing and guiding operations for the product development, marketing, and staffing, and she plays a key role in directing strategy, business development, administrative and operational initiatives for company executives, identifying and helping resolve issues to facilitate effective decision making.

Prior to Soil Connect, Teresa directed the development and implementation of a new eCommerce and digital marketing channel for the B2B eCommerce group at Canon U.S.A. Inc. Prior to Canon USA, Teresa worked for Sirius Computer Solutions where she developed their Digital Marketing program, and at MSC Industrial Direct as the Director of eCommerce, leading the company shift from offline to online.

Ira Frimere

VP Of Product

As the VP of Product at Soil Connect, Ira is focused on the intersection of engineering, sales, marketing, operations, and customer success teams, enabling a shared vision for the gathering of requirements and the delivery of our products.

Ira is an experienced product executive with a history of driving successful corporate digital transformations through the launch of innovative technology platforms and services. A few of Ira’s most popular product initiatives include the Nokia NSeries line of smartphones, the Gartner Events on Demand video portal, and the My Acclaro translation business management platform.

Ira has led teams consisting of product managers, project managers, software engineers, UX designers, and QA testers. Working with small, large, B2B, and B2C organizations, Ira has provided frameworks and guidance to cross-departmental teams so they may effectively collaborate, prioritize and deliver digital solutions.

Founders Story

Cliff Fetner and Daniel Fetner, co-Founders of Soil Connect

Launched in 2019, Soil Connect is a SaaS enabled marketplace for construction professionals to locate, transport and acquire soil and aggregates.

It’s a clear-cut solution to a clear-cut challenge, even if it’s long overdue. We’re creating transparency in an old school world where nobody knows what’s really going on. We’re putting information out there. We’re making it quicker, cheaper, faster for people to re-source and move their dirt. It’s as simple as that.


July 2022

New Company website and new Marketplace are launched with ability for material suppliers to Claim their Profile

February 2022

SC launches Dirt Alert™ service to help Marketplace customers find and move large amounts of dirt and aggregates

August 2021

More than 200M cubic yards have been moved via the Marketplace

July 2021

eRegulatory & Quick eTickets products are launched

May 2021

eTickets SaaS product is released

April 2020

Aggregates are added to the Marketplace material types

November 2019

The first MVP version of the Marketplace is released


Cliff has a problem on his jobsite and the Marketplace idea was born